London-based menswear brand Wax London proudly presents its SS25 collection, Embrace the World. As the brand nears its 10th anniversary, Wax reflects on the spirit of adventure that ignited its journey and continues to drive its vision. Inspired by the vibrant melting pot of cultures in their London home, the SS25 collection pays tribute to the diverse influences, meaningful connections, and compelling stories that have shaped their path.
To commemorate the launch, Wax introduces Love on The Run, the hero film for this campaign. It is a cinematic, modern-day love story inspired by Hollywood classics and the films that defined their youth. As their most ambitious creative project to date, the film follows a couple, Ben and Coral, on a road trip through the sweeping landscapes of California. Dressed in Wax’s SS25 collection, the characters embody the fearless confidence and reckless abandon of young love, their wanderlust perfectly mirroring the collection’s
essence.
Wax’s SS25 collection is a vibrant celebration of diverse colours and patterns. The palette features serene tones of washed indigo, soft seafoam, and earthy sandstone for daytime looks, while evenings embrace a bolder aesthetic with rich, dark shades complemented by accents of peach, mauve, and berry.
This season, Wax unveils its most refined tailoring to date. Pure linen suits are reimagined in vivid summer brights and deep, saturated hues. Jackets are designed with a relaxed fit, soft shoulder construction, and half-lining, offering a contemporary, unstructured feel. Adding a touch of playful refinement, Wax’s signature one-button cuff injects character into this timeless formalwear staple.
The collection also sees the return of Wax’s iconic Whiting overshirts, reinterpreted in fresh pastel tones, bold quilted designs, and textured fabrics – perfect for cooler summer evenings. New styles include embroidered co-ords, striking striped patterns, and pure linen checks, blending casual elegance with versatile charm. For the modern adventurer seeking individuality, the collection’s eye-catching breezy and bold short-sleeve shirts bring dynamic personality to any summer wardrobe.
Quote from Tom Holmes, Founder and Creative Director: “As we enter our 10th year, I feel proud of where we are and the journey we have been on so far. Wax has grown so much since its inception – we have built an incredible group of talented individuals: none of this would be possible without them. The dedicated work from the team has resulted in something I am truly proud to present – it is our strongest Spring offering to date, and our coinciding campaign reflects that. The brand has continued to evolve – and I am excited about what 2025 has in store for us and our community.”
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